PERTH STADIUM Economic Game Changer - DESTINATION PERTH - Tourism Council WA
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PERTH STADIUM
Economic Game Changer
FEBRUARY 2015
DESTINATION PERTH
Developing Perth’s Visitor Economy
NEW PERTH STADIUM NEW PERTH STADIUM – WHAT’S NEEDED?
The State Government is investing more than $1 billion to build the new Perth As the AECgroup assessment demonstrates, the Stadium has the potential to be a significant economic
asset as well as an event venue. To realise the economic value of the Stadium, the State Government and
Stadium and Sports Precinct, which will commence operating in March 2018.
the tourism industry need to establish:
The Stadium will significantly enhance Perth’s capacity to host major events and
attract visitors to WA, creating a tourism economic boom for the State. The Stadium 1. Stadium Event Plan
A four-year Stadium Event Plan to utilise the Stadium from 2018 to 2022.
tourism boom will create more than 1,000 jobs in the WA economy.
2. Stadium Event Fund
NEW PERTH STADIUM – ECONOMIC GAME CHANGER A Stadium Event Fund to start bidding in 2015 to secure events for 2018 to 2022.
The Stadium will attract additional international and interstate visitors to Western Australia to attend existing
events (such as AFL matches) and new events (such as international rugby matches). 3. Stadium Visitor Target
Stadium Visitor Target to attract international and interstate attendees.
An assessment of the economic impact of the Stadium by the AECgroup estimates the venue would attract at
least 66,760 new visitors per year to Western Australia.1 That is more visitors to the State than currently arrive 4. AFL Tourism
each year from Germany (30,900), China (37,400) or USA (56,200), and just behind Malaysia (67,000).2 Ten thousand general admission seats set aside for locals and tourists at AFL matches -
The AECgroup assessment shows the Stadium will be a major economic asset for the State by significantly including 2,000 seats for Regional Footy Tourism packages.
increasing visitor numbers and visitor spending in WA. The assessment shows the Stadium has the tourism
capacity to create $291 million in total economic output, $19 million in state taxes and 1,390 full time Without these four components, the Stadium will not be able to attract significant additional visitors and
equivalent (FTE) jobs per annum.3 deliver on its economic potential.
Economic Capacity AFL New Events Total
Additional Visitors 38,260 28,500 66,760
Additional Visitor Spend ($M) $45 $68 $113
Total Economic Output ($M) $117 $174 $291
Gross Value Added ($M) $60 $88 $148
Net State Taxes ($M) $8 $11 $19
Employment (FTE) 560 830 1,390
Incomes ($M) $31 $47 $78
The AECgroup economic impact assessment is based on three key assumptions:
• Ten thousand seats available for general admission by locals and visitors to AFL matches.
• One new major entertainment event per annum attracting international and interstate visitors.
• One new major international sporting event per annum attracting interstate visitors.
These are conservative assumptions as the Stadium is able to host more than two new major events per
annum. More events at the Stadium will result in higher visitor numbers and a greater economic impact. The new Perth Stadium and Sports Precinct. AFL format.
1
AECgroup, Perth Stadium Impact Assessment, January 2015
2
Tourism Research Australia, International Visitor Survey, September 2014
3
AECgroup, Perth Stadium Impact Assessment, January 2015 (Results rounded to the nearest $million or ten persons)
2 PERTHSTADIUM ECONOMICGAMECHANGER 3
STADIUM EVENT PLAN
The Stadium will be home to existing events such as AFL matches, the T20 Big Bash and finals for the
A-League and Super Rugby. The Stadium can also attract major international sporting and entertainment
events that current Perth venues do not have the capacity to host.
The Stadium will also be an opportunity to develop our own home-grown events unique to WA, such as a
Stadium of Lights laser, lighting and fireworks spectacular.
The Stadium Event Plan should target events that will appeal to both locals and tourists. International events
are more attractive to interstate and international attendees who will inject tourism dollars and jobs into the
WA economy.
The Stadium Event Plan could include:
The new Perth Stadium and Sports Precinct. Concert format
Australian Sport International Sport
Ben Hur Spectactular. Photo: Ben Hur Live Paralympic Games Opening Ceremony 2012.
• AFL • International Athletics Photo: Rebecca Rouillard
• A-League • NFL American Football
• Cricket • Major League Baseball
• Super Rugby • International Rugby
Entertainment • International Soccer
• Stadium motor sports Mega Events
• International music acts • Rugby World Cup 2027 Final
• Entertainment spectaculars • Commonwealth Games 2030 LA Dodgers v New York Mets
• Perth Stadium of Lights • World Youth Day
Edinburgh Tattoo. Photo: The Royal Edinburgh Military Tattoo
Foo Fighters at Wembley Stadium
Commonwealth Games Opening Ceremony 2010
Fremantle Dockers v Geelong Cats. Photo: AFL Media Dallas Cowboys v New York Giants NFL. Photo: HDQ Live Stream
T20 Big Bash, Perth Scorchers v Hobart Hurricanes
Nitro Circus. Photo: Jeff Crow
Nitro Circus. Photo: Jeff Crow Wallabies v France. Photo: Rugby Australia Liverpool FC v Ludogorets
4 PERTHSTADIUM ECONOMICGAMECHANGER 5
STADIUM CAPACITY STADIUM EVENT FUND
The economic value of the Stadium comes from increased seating capacity, which will seat more tourists at Sporting and major events have long lead times and need to be secured years in advance. WA must start event
existing events (such as cricket and AFL matches) and attract more tourists with new events such as concerts planning and bidding now for the Stadium to be active from 2018.
and major international sports matches. The new Perth Stadium can host a range of events in both oval and
Construction, event planning and operations need to be delivered in parallel so the Stadium is built and events
rectangular mode.4
booked by 2018. A Stadium Event Fund should commence in the 2015 State Budget so event planning and
The Stadium’s capacity will mark a significant increase to Perth’s current event infrastructure and will make bidding can commence for events in 2018-22.
the Stadium Perth’s largest venue.5
Stadium Timeline
New Perth Stadium Capacity 2014 2015 2016 2017 2018 2019 2020 2021 2022
70,000 (Concerts) Construction
65,000 (Rugby)
Event Planning
65,000 (Soccer)
Operations
60,000 (Athletics)
60,000 (AFL)
STADIUM VISITOR TARGET
60,000 (Motorsport)
The State Government has established a target to increase tourism expenditure in WA to $12 billion by 2020.6
55,000 (Cricket) This State target can only be achieved if the Stadium has a clear economic target to attract additional visitors
to WA.
Current Capacity The Stadium Visitor Target should be to fill a minimum of three per cent of seats with visitors to WA
(approximately 2,000 seats per event). This minimum target would apply to regular events such as AFL and
43,500 (AFL, Patersons Stadium)
cricket games scheduled by the Stadium Operator. Higher visitor targets would be set for individual major
25,000 (Concert, NIB Stadium) events sponsored by Tourism WA in order to attract visitors.
24,500 (Cricket, WACA Ground) As the governing authority for the Stadium, VenuesWest can ensure this target is met by reserving 2,000
seats for sale to interstate and overseas visitors. These reserved seats could be managed by VenuesWest,
20,500 (Soccer and Rugby, NIB Stadium)
Tourism WA or the Stadium Operator to achieve the minimum three per cent Stadium Visitor Target. A similar
16,000 (Motor Sport, Barbagallo Raceway) arrangement has proved successful at Perth Arena, where 500 seats (approximately three per cent of seats)
are retained by VenuesWest rather than the event holder.
15,500 (Concert, Perth Arena)
14,846 (Basketball, Perth Arena) STADIUM TOURISM PACKAGES
13,910 (Tennis, Perth Arena) Low-cost event tourism packages are very attractive to international and interstate visitors to Perth. Seats
reserved for visitors should be made available in advance for inclusion in tourism packages.
10,000 (Concerts, Claremont Showground)
This will enable the tourism industry to package together low-cost airfares, accommodation and event seat
10,000 (Athletics, WA Athletics Stadium)
tickets for tourists and regional attendees. These packages can be sold globally online and through travel
6,000 (Hockey, Perth Hockey Stadium) agents across Australia and overseas.
4,500 (Concert, HBF Stadium) Event tourism packages can also include pre/post-event touring in regional WA, significantly adding to job
creation outside Perth. Seats not sold to visitors in advance of the event should be provided to the event holder
4,000 (Baseball, Baseball Park) for local sale.
2,000 (Basketball, WA Basketball Centre)
1,500 (Cycling, SpeedDome)
4
Government of Western Australia, Winning new Perth stadium design revealed, webpage accessed 29 August 2014
http://www.perthstadium.com.au/winning-new-perth-stadium-design-revealed
5
Stadiums, directory search accessed 29 August 2014, www.austadiums.com/stadiums 6
Tourism WA, State Government Strategy for Tourism in Western Australia 2020
6 PERTHSTADIUM ECONOMICGAMECHANGER 7
STADIUM OPERATOR AFL TOURISM
The Stadium Operator will be crucial to achieving the visitor target and economic outcomes of the Stadium. A key objective of the new Perth Stadium is to increase capacity for AFL matches, which are currently limited
When selecting the Stadium Operator, VenuesWest should assess the event and tourism capabilities of the to 43,500 seats at Patersons Stadium. Due to this limited seating, WA is unable to attract significant interstate
bidding consortia. AFL tourism. A survey of interstate AFL spectators8 found:
The successful operator needs extensive expertise in: • Sixty per cent said the AFL match was one of their main reasons to travel to WA.
• All major Australian sporting codes • Fifty per cent decided to travel to WA when the fixtures were first made public.
• Attracting and hosting international events • Twenty-seven per cent stayed for three to four days and 39 per cent stayed five days or more.
• National and global ticket distribution • Ten per cent did regional touring, including six per cent to the Margaret River region.
• Tourism marketing The economic value of AFL tourism depends on how many Stadium seats are available for general admission
by non-AFL club members. The more seats available, the higher the number of interstate visitors.
Bidders should be assessed on their commitment to attract interstate and international attendees and deliver
the three per cent Stadium Visitor Target. To achieve the maximum economic outcome, 10,000 seats should be made available for general admission,
including 2,000 advance tickets for Regional Footy Tourism packages. Advance tickets not sold in tourism
STADIUM BUSINESS EVENTS packages prior to the match should be returned to the general admission pool, with 90 per cent of unused
tickets returned 60 days out and the remaining 10 per cent returned if not sold 30 days out.
In addition to major sport and entertainment events, the new Perth Stadium will have significant meeting
space for mid-week business events and corporate functions.
AFL TOURISM PACKAGES
A recent study of Perth’s business events found that there is a declining local demand for event space and
7
The AFL will attract visitors on winter weekends when Perth hotel rates are low. This means WA can offer
increasing supply due to new hotel development. If the publicly-funded Stadium offers meeting space for
competitive pre/post-match tourism packages. The AFL is also perfectly timed for some of WA’s best regional
local business and corporate events, it will severely undermine private hotel businesses.
touring seasons:
To avoid cannibalising the local market, the Stadium should be focused on attracting new international and
• Broome and the Kimberley in the North West
interstate business events and delegates. This will ensure the Stadium contributes to growing demand as
well as increased supply. Specific Stadium Visitor Targets should be established for international and interstate • Food and wine in the South West
business event delegates. • Whale sharks in the Coral Coast
• Wildflowers in the Golden Outback
Through Regional Footy Tourism packages, the Stadium can create significant economic activity and jobs in
regional WA.
The new Perth Stadium and Sports Precinct. From Stadium Station. The new Perth Stadium and Sports Precinct. Rugby format.
8
Rinaldi, Grace, Sport tourism: an exploration of the motivations and tourism experiences of AFL interstate sport tourists travelling to WA
7
AECgroup, Perth Business Events Supply and Demand Study, September 2013 (2011). ECU Theses: Honors. Paper 34
8 PERTHSTADIUM ECONOMICGAMECHANGER 9
SAMPLE AFL TOURISM PACKAGES Prices are per person twin share. Images courtesy Tourism WA.
Intrastate Packages
Sandgropers’ Footy Weekender Prices from $185pp
Perth from Albany, Bunbury, Highlights: Inclusions:
Geraldton, Kalgoorlie, Merredin • West Coast Eagles vs Fremantle Dockers AFL match • Reserved AFL match seating
• Experience Perth and Fremantle’s new dining • 2 nights accommodation in Perth from
185
3 Days/2 Nights Self-drive Holiday with and drinking hotspots
accommodation. $
• Discover local favourite Rottnest Island
• See Perth from a different angle, cruising along for 3 days
Holiday like a local and visit Perth’s iconic weekend
hotspots. the Swan River
Interstate Packages
Swans & Wine 5 days from $757pp
Perth & Margaret River from Sydney Highlights: Inclusions:
• Sydney Swans vs Fremantle Dockers AFL match • Reserved AFL match seating
5 Days/4 Nights Self-drive Holiday with flights,
• Margaret River wineries and breweries • Return flights Sydney - Perth from
accommodation + 5 days car hire.
757
• Explore beautiful Perth and historic Fremantle • 5 days car hire (unlimited kms)
Experience pristine beaches, towering
$
• Breathtaking beaches • 2 nights accommodation in Perth
trees, picturesque landscapes and local • Magnificent Karri forests • 2 nights accommodation in for 4 days
food and wine. • Gourmet delights and produce Margaret River
The Power & The Gold 5 days from $876pp
Perth & Kalgoorlie from Adelaide Highlights: Inclusions:
• Port Adelaide vs Fremantle Dockers AFL match • Reserved AFL match seating
5 Days/4 Nights Self-drive Holiday with flights,
• Explore beautiful Perth and historic Fremantle • Return flights Adelaide - Perth from
accommodation + 5 days car hire.
Discover gold in Kalgoorlie, exploring WA’s mining
• Travel via train to Kalgoorlie on board the Prospector
• Discover Kalgoorlie’s opulent mining history
• Return rail travel Perth - Kalgoorlie
• 2 nights accommodation in Perth
$ 8r 5
7da6ys
past and experiencing breathtaking scenery. • See iconic WA wildflowers (in season) • 2 nights accommodation in Kalgoorlie fo
• WA airport & rail transfers
Roos & Reef 6 days from $1225pp
Perth & Ningaloo Reef from Melbourne Highlights: Inclusions:
• West Coast Eagles vs North Melbourne Kangaroos • Reserved AFL match seating
6 Days/5 Nights Self-drive Holiday with flights, AFL match • Return flights Melbourne - Perth from
accommodation + 4 days car hire.
26 d2ays5
• Explore beautiful Perth and historic Fremantle
1
• Return flights Perth - Exmouth
Swim with the Whale Sharks in dazzling turquoise • Snorkel the world heritage Ningaloo Reef • 4 days car hire in Exmouth
$
waters among dolphins, manta rays and an endless • Swim with the world famous whale sharks • 2 nights accommodation in Perth fo r
rainbow of tropical fish. • Hike the breathtaking Cape Range gorges • 3 nights accommodation in Exmouth
• Perth airport transfers
Bombers & Broome 7 days from $1470pp
Perth, Broome & the Kimberley Highlights: Inclusions:
from Melbourne • Essendon Bombers vs West Coast Eagles AFL match • Reserved AFL match seating
• Explore beautiful Perth and historic Fremantle • Flight Melbourne - Perth from
0
7 Days/6 Nights Perth & Broome Adventure with
flights and accommodation.
• Cruise the picturesque Swan River
• Take a camel ride along iconic Cable Beach
• Flight Perth - Broome
• Flight Broome - Melbourne (direct)
$ 1 4 7
d a ys
• Discover Australia’s pearling history • 2 nights accommodation in Perth for 7
Discover the tropical paradise of Broome, gateway to
the iconic Kimberley wilderness. • Experience a wilderness adventure along the Gibb • 4 nights accommodation in Broome
• Enjoy a day at the iconic Broome races (in season) • WA airport transfers
10 PERTHSTADIUM ECONOMICGAMECHANGER 11
For more information contact: Tourism Council WA PO Box 91, Burswood WA 6100 Ph: (08) 9416 0700 | Fax: (08) 9472 0111 tcwa@tourismcouncilwa.com.au | www.tourismcouncilwa.com.au
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